This document discusses marketing research and its process. Marketing research is defined as the systematic gathering and analysis of data about issues related to marketing products and services. The goal is to understand how changes to the marketing mix impact customer behavior. The marketing research process involves 6 steps: 1) defining the problem, 2) developing an approach, 3) designing the research, 4) collecting data, 5) analyzing and preparing the data, and 6) preparing and presenting a report of the findings.

1. Marketing
Research
Nusrat Anjum
Sheeraz Tantray
Govt Degree College, Baramulla, J&K

2. Marketing Research
Marketing research is the process or set of processes that links the
producers, customers, and end users to the marketer through
information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a
process.
It is the systematic gathering, recording, and analysis of qualitative and
quantitative data about issues relating to marketing products and
services. The goal of marketing research is to identify and assess how
changing elements of the marketing mix impacts customer behavior.
The term marketing research is concerned specifically about marketing
process.

3. Marketing Research Process
The marketing research process is a set of six steps which defines the
tasks to be accomplished in conducting a marketing research study.
Stages Of Marketing Research
Process:
Step 1:Problem definition:
The first step in any marketing research project is to define the
problem. In defining the problem, the researcher should take into
account the purpose of the study, the relevant background information,
what information is needed, and how it will be used in decision making.
Once the problem has been defined, the research can be conducted
and designed properly.

4. Step 2:Development of an approach to the problem
Development of an approach to the problem includes formulating and
objective or framework, research questions and identifying
characteristics or factors that can influence the research design.
Step 3:Research design formulation
A research design is a framework for conducting the marketing
research project. It details the procedures necessary for obtaining the
required information, and determine possible answers the research
questions, and provide the information needed for decision making.

5. Step 4:Field work or data collection
Data collection involves a field force or staff that operates either in the
field, as in the case of personal interviewing or through mail. Proper
selection, training, supervision, and evaluation of the field force helps
minimize data collection errors.
Step 5: Data preparation and analysis
Data preparation includes the editing, coding, transcription, and
verification of data .Each questionnaire or observation form is inspected
or edited and if necessary, corrected.
Step 6: Report Preparation and Presentation
The entire project should be documented in a written report which
addressed the specific research questions identified, describes the
approach, data collection, and data analysis procedures adopted, and
presents the results and the major findings.in addition an oral
presentation should be made to management using tables, figures and
graphs to enhance clarity and impact.